New Product Launch 10 Proven Strategies

Name: New Product Launch 10 Proven Strategies
Price: 6.74 USD
Availability: InStock
ISBN: 9780975297902

ISBN-10: 0975297902

ISBN-13: 9780975297902

Edition: 2004

Authors: Jeanne Yocum, Joan Schneider

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Book details

Copyright year: 2004
Publisher: Stagnito Communications Inc., an MWC Company
Publication date: 10/1/2004
Binding: Paperback
Pages: 240
Size: 6.25" wide x 9.00" long x 1.00" tall
Weight: 1.232
Language: English

Preface	p. xi
Acknowledgments	p. xv
Introduction: The Launch Frenzy	p. 1
Launch: An Increasingly Complex Challenge
Coming to Terms with Terms	p. 11
Launch Hurdles - The People Factor	p. 19
Launch Hurdles - Behavioral Transformations	p. 25
Launch Hurdles - Media for Everyone	p. 30
Launch Hurdles - The Channels Maze	p. 36
Uncovering Launch Success Factors	p. 44
Timing and Planning Factors
Is Timing Everything?	p. 49
Getting Planning Priorities Straight	p. 56
Flexibility Matters	p. 61
Selecting New Products and the Team
Give Consumers Something Really New	p. 71
Teams Work	p. 79
Put Your Money Where It Counts Most
Breaking Down the Launch Budget	p. 93
Starting the Countdown to Launch
Launch Phase Components	p. 103
Developing a Launch Brief	p. 111
Choosing Your Launch Partners	p. 116
Aligning the Launch Team	p. 124
Preparing for Ignition
How It's Usually Done	p. 133
Doing It a Better Way	p. 139
How to Choose from So Many Ideas	p. 150
Developing the Launch Messages	p. 155
Getting It Done: Launch Tools & Techniques
Getting It on the Shelves	p. 171
The Media Dance	p. 181
Hot Items in Your Launch Tool Kit	p. 192
Gender Speak: Reaching American Women	p. 198
Making Sense of the Mature Market	p. 202
Cross-Cultural Launches: Solving the Hispanic Market Riddle	p. 208
Today's Teen Motto: Have Money - Will Spend	p. 213
Avoid the Same Old Rut	p. 217
Take Home Points	p. 226
Appendix	p. 232
Notes	p. 238
Photo Credits	p. 245
Index	p. 247
Table of Contents provided by Ingram. All Rights Reserved.